LDK Healthcare | The Vision


Nationwide Campaign (Australia)

1st LDK Healthcare Branded Film

Multi-territory Pre-Post Production

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Concept/Creative Development

Copy Writing





Film Production

Creative Direction

Illustration/ Storyboard



LDK Healthcare’s vision is that every senior Australian will be treated with Love, Decency and Kindness in their aging journey.

LDK’s journey started over 20 years ago with Paul Browne, the company’s Founder and Managing Director. Paul established his first senior living community, after his personal experiences with senior loved ones, which inspired him to create a better future for senior Australians. Paul saw there was a stark difference between the vibrant lifestyle experienced in a retirement village versus the institutionalized environment of a nursing home. Paul knew there had to be a better option for senior Australians, and made it his mission ever since, to create retirement and aged care communities where seniors can continue to enjoy their life as they have always done, with a sense of purpose, where couples stay together, and have the freedom to keep their pets.

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LDK Healthcare wanted to connect with their audience – both seniors and their adult children – to convey the company’s purpose of providing an aged care community with Love, Decency and Kindness. It was important to capture the fine details that have been taken into consideration while the communities were in construction, with the challenge that the physical buildings were not completed and therefore could not be shown.

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Michael Cristian Greene, award winning writer/director at MSQUARE Productions, worked closely with the LDK Healthcare team and developed the idea of capturing Paul’s ‘Vision’ in an emotionally captivating narrative. Michael designed this approach to connect the audience with Paul Browne on a personal level. Through his narration the viewer is able to contextualize the future of LDK Healthcare and resonate with LDK’s mission statement. The team at MSQUARE produced a narrative brand film, leveraging an ‘authenticity’ that was captured through real moments of Paul working alongside LDK’s CEO to design and implement a multifaceted aged care community that has been carefully thought out and meticulously executed from its architectural blueprints to the physical construction.